How the "Generation P" changed Lidl, Rewe, Aldi and Co.

Stand: 10:15 Uhr | Lesedauer: 6 Minuten

Von Michael Gassmann

Korrespondent Handel und Konsumgüter

Poultry that feels good: Consumers of chicken and eggs are asking more and more about the way animals are kept
Animal welfare, food banks, waiving plastic: Germany's trade giants suddenly take their ethical responsibility very seriously. The younger customers also give them no choice. But the strategy is not without its dangers.
For killing chicks, she clearly says "No", the retail chain Kaufland said these days. The complete range will be changed soon. First organic, outdoor and private labels, everything by the end of next year. Kaufland is not alone in this. Retail companies are always rushing forward when it comes to ethical questions.

A selection from the last few days: Penny doubles its donation volume to the tables. Rewe presents a revised sustainability label. Edeka supports a campaign against domestic violence in the corona crisis. And Aldi Süd becomes a partner of SOS Children's Villages and bundles its social activities under the new umbrella brand "Donate, help, promote".

Do good and talk about it - this principle of the PR industry is probably nowhere followed as consistently as in retail. No wonder, because no other industry is so closely interwoven with society in the face of millions of customer contacts. Traders are the number one address when activists of all stripes want to put pressure on.

Forward ethical strategy
Animal rights activists are outraged by fur farms and are fighting for more space in the livestock stalls, environmentalists are calling for the abolition of the plastic bag, Foodwatch is fighting for less sugar in children's food - the confrontation or cooperation with retail chains always guarantees that the topics are sure to attract public attention.

The flood of retailer initiatives to support the good and right - or what is perceived - shows one thing above all: The majority of companies have opted for forward strategies in ethics. You are no longer waiting for politics. Last year, Lidl, Rewe, Aldi, Edeka & Co launched their own label to mark the keeping of slaughter animals, while Agriculture Minister Julia Klöckner (CDU) was still hesitant. The chick theme is similar now. For a long time, Klöckner relied on voluntary solutions from agriculture, while the dealers must fear that they are running out of time - and with it the acceptance of customers.